You only increase bids after you start optimizing what is converting. Focus on the converting KWs first, then branch out into new KW ideas (as taught in training). Marlon gets a premium for his leads because they are LIVE CALLS and exclusive. Not to mention his service (Kallzu platform and how he runs the back office) is top notch compared to his competition. Bottom line, these kind of leads are worth way more, because they do convert better, when targeted right.